Welcome To the Smart Club was the campaign Smartfood, FritoLay’s delicious popcorn brand, launched to encourage Gen-Z to make their own decisions. The goal was to inspire people to awaken their smart side and transform the way they live, think, and even snack.
To further resonate with our target, we partnered with TikTok star and smart kid Taylor Cassidy as the leader of our equity content and TikTok challenge. Her witty, creative personality and passion for activism brought great energy to running a successful campaign.